Fee or free? How entry charges affect museums in the US

US museums that reduce or eliminate admission fees often expect higher attendance to be offset by increased spending on retail, food, memberships, and programs, but museum leaders and economists say the results frequently fall short. Gary Vikan, former director of Baltimore’s Walters Art Museum, said ending admissions in 2006 raised attendance by 45% and tripled minority participation, yet visitors did not spend enough to cover lost ticket revenue. A 2021 survey found that after an initial bump, visitation later declined by 18.6% at the Walters and 12.7% at the Baltimore Museum of Art, which also went free in 2006. Daniel Weiss, now director and CEO of the Philadelphia Museum of Art, said museums face competing ethical obligations to be accessible and financially solvent, with the Covid-19 pandemic further disrupting attendance and membership habits.

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